Vodafone has launched a new campaign to communicate its network credentials, around the theme ‘Made for...’. Ogilvy & Mather has created four ad films as part of the campaign. The first film titled ‘Made for First Love’, to communicate ‘uninterrupted calls’, is currently on air. The TV campaign will be supported by print, outdoor, radio, digital and on-ground legs. The campaign will run for two to three months.
The ad film features a young boy speaking on the phone. It opens with him lying in bed and confirming the sun sign of the person on the other end of the line. He says, ‘Virgo and Taurus are a perfect match’, indicating that it’s a love interest he’s talking to. He continues the conversation through the day, discussing inconsequential things like the colour of clothes they’re wearing. He walks to the grocery store, changes, listens to music and even uses the wash room while still on the phone. The film ends at dawn, with the boy looking out the balcony and saying, ‘By the way, good morning’. Supers ‘Made for first love’ and ‘Network for never ending conversations’ precede the brand’s logo, even as the boy is heard continuing the conversation.
The objective of the campaign was to establish network superiority and be the preferred brand choice, explained Rajiv Rao, NCD, Ogilvy & Mather.
For any telecom consumer, network is one of the strongest reasons to choose the brand or to be loyal to the brand, explained Rao, adding that the campaign is meant to enhance Vodafone’s network credentials with the propositions ‘Uninterrupted calls’, ‘Widest reach’, ‘Superior voice clarity’ and ‘High speed data experience’.
“Every day, Vodafone users push the limits of our network a little bit more. They are always trying to make phones calls from unlikely places like an underground metro or a basement disco; they have really long conversations with their girlfriends, they make phone calls from noisy places, they use internet for downloading or streaming heavy files etc. Some of these extreme behaviours are a true test for the network. Keeping this insight in mind we zeroed in on the ‘Made For’ proposition. The Vodafone network is dependable, robust and made for living up to these everyday tests,” he surmised.
Agency: Ogilvy & Mather
Production house: Nirvana Films
Director: Prakash Varma
Media agency: Maxus